Senior Product Designer leading UX strategy and direction for a two-person design team at Obie Insurance, where I own research, systems design, and product direction across a B2B platform serving a nationwide agency partner network. Over four years—through an acquisition by The Baldwin Group (NASDAQ: BWIN), a new line of business, and an emergency system redesign shipped in 2.5 weeks—I’ve set the design vision for the entire product. I’ve integrated AI-assisted development into my practice, using it to compress a 6-week design cycle into 2.5 weeks, build a production QA tool from scratch, and achieve stakeholder alignment on a redesign in a single day.
Nationwide agency partner networkAcquired by The Baldwin Group (NASDAQ: BWIN)The company’s primary revenue channel52/52 pre-launch QA99.7% DB reduction — partner authorization6 weeks → 2.5 weeks — partner authorization
Work Experience
Obie Insurance (acquired by The Baldwin Group)Portland, OR (Remote)
UX Designer & ResearcherFebruary 2023 – December 2025
Lead UX strategy and direction for Obie’s two-person design team—owning research, systems design, and product direction while the UI designer owns visual execution. Partnering across 3 PMs and 3 TPMs (plus TPM leadership) spanning Product, Engineering, Underwriting, and Compliance. Promoted following leadership of a company-wide rebrand and expansion into new lines of business during acquisition.
Designed and led UX architecture for Obie’s Agent Experience (AURA), expanding the business from a D2C-only model to a B2B2C platform enabling independent insurance agents nationwide to quote and bind policies. This line of business is now the company’s primary revenue channel.
Led UX strategy for Obie’s expansion into homeowners insurance—a 0→1 product built on a carrier-agnostic architecture supporting 3 package types (HO3/HO5/HO6) with seamless switching, shipped bind-ready on deadline.
Redesigned the partner authorization system in 2.5 weeks using AI-assisted rapid prototyping—first working prototype delivered within hours, compressing a 6-week design cycle. Reframed the data model from restrictions to allowances, reducing database complexity by 99.7% (306 records per partner → 1).
Built an interactive QA walkthrough using AI-assisted development to track 52 design-to-implementation discrepancies with severity coding, code fix suggestions, and resolution tracking. Engineering used it to resolve all 52 issues before launch—more UI work shipped pre-launch than any previous release.
Redesigned the Agent Resource Hub using AI-assisted rapid prototyping, achieving full stakeholder alignment in a single day. Introduced a product-branching information architecture that scales to new insurance lines without restructuring.
Established Obie’s design culture as a two-person team—created design reviews, hackathons, brown bag sessions, and cross-functional presentation practices.
Started at the front desk at Orangetheory Fitness; created a UX role during COVID to bring virtual workouts to members when studios closed. Simultaneously led digital transformation at Firebrand Sports, retaining ~75% of active members through a virtual platform. Transitioned into dedicated UX research and design roles at StrongArm and FleetOps.
Drove 44% increase in weekly active users through generative research that reshaped product direction; achieved 38% 60-day retention rate, nearly double industry benchmarks (StrongArm).
Redesigned core onboarding experience resulting in 70% increase in new user retention (FleetOps).
Conducted ethnographic research across 5 client facilities, uncovering behavioral patterns that reframed core product assumptions (StrongArm).